Case study

Western Union

Client name Western Union

Western Union is the global leader in international money transfers. An American company with several divisions with products such as person-to-person money transfers, money orders, business payments, and commercial services. GottaBe! Ethnic has been working with Western Union for many years now.

Case study Yellow Santa Tour

Objective

Western Union aimed to strengthen its engagement with diverse communities in the UK by creating an inclusive and culturally relevant festive experience. The campaign needed to resonate with different cultural groups who celebrate Christmas in unique ways while reinforcing Western Union’s role in helping people send money to loved ones worldwide.

Mechanics

GottaBe! Ethnic developed the ‘Yellow Santa’ activation to bring Western Union’s brand to life in a way that would appeal to multicultural audiences. Yellow Santa, dressed in Western Union’s signature yellow, visited key shopping centres in diverse cities, including Birmingham, Manchester, and London. He interacted with families, shared golden chocolate coins, and engaged children by granting their Christmas wishes. In addition to spreading festive cheer, the activation gathered insights on how different cultures celebrate Christmas, ensuring the campaign was representative and inclusive.

Outcome

The campaign successfully fostered brand trust and affinity among multicultural consumers by recognising and celebrating diverse holiday traditions. It positioned Western Union as a brand that values cultural connections and understands the importance of sending money home during the festive period. Through direct engagement, the campaign reinforced Western Union’s commitment to serving global communities.

Deliverables